P/M/253. Dissertation. Loyalty Cards: building relationship between supermarkets and customers

This dissertation aims to investigate the relationship that loyalty card schemes build between supermarkets and consumers. Literature review provides detailed investigation into the nature of loyalty cards; why loyalty cards are being used by supermarkets; benefits and drawbacks of loyalty cards and assessed the power of loyalty cards as the medium to build strong, healthy and long-lasting relationship between the supermarket and customers. Primary research in the form of questionnaires is being used to assess the value and effects of loyalty cards for both supermarkets and consumers.